Abstract:

Discusses Kapferer's brand prism and then evaluates the Veldfocus brand against this model with specific reference to the printed advertising material. The study employs a qualitative research methodology that is validated through the process of data triangulation, and makes certain recommendations regarding the application of the Veldfocus brand. Although there are no definite guidelines to good design and layout, print advertising needs to be evaluated in terms of its verbal, visual and design elements, as these three elements form a total image. Although it is clear that there is an effort to create the ideal brand identity, there is not a consistent look throughout the total print campaign. It is suggested that a consistent slogan needs to be developed in order to clearly position the brand in the mind of the consumer. Suggestions on the use of the background images are made to make the product more visible.